More and more young people love cooking.

Gulu has learned to cook by herself since graduation, and posted the cooking process and achievements in Xiaohongshu. At present, Xiaohongshu belongs to the head food blogger. In less than a year, her account "Gulu Kid" has reached 371,111 fans, and she has been praised for collecting nearly 811,111.

The content of Gulu Xiaohongshu is basically a food graphic with the theme of "refusing to take out food". Gollum mentioned that he often ordered takeout in college, but the selectivity of takeout was not great. "I was tired of eating for a long time, and social news often exposed some unsanitary contents of takeout, so I learned to cook by myself." It's been a year since I refused to take delivery.

One of the best pieces of Gollum's data has been praised and collected for more than 51,111 yuan. In this graphic, Gollum sorted out his food collection of "refusing takeout for 36 days" and calculated the average cost of cooking, with a meal of only 9.35 yuan. Under this comment, some netizens asked for tableware and tutorials, and some netizens commented on learning from Gollum. "Indefinite takeaway is healthy and saves money."

With the call of food bloggers like Gulu, more and more young people are trying to cook. Xiao Yuan, who used to order takeout, talked about the idea of cooking because of the graphic videos of various food bloggers.

Whether because of health or saving money, or driven by food bloggers, more and more young people are starting to cook by themselves.

Lazy condiment is experiencing rapid growth

According to the latest industry statistics of iResearch, the market scale of China condiment industry will increase by 18% in 2121, much higher than the growth rate in the past six years.

Young people are falling in love with the kitchen, but as novices in the kitchen, there is a contradiction between their stretched skills and their actual needs. As a result, the "one-click copy taste" lazy seasoning such as hot pot bottom material, spicy incense pot material and boiled fish material has a bigger market.

As a busy office worker, Rose doesn't have much time to cook, but as a novice mother, she seldom orders takeout as before for health. At present, her mother cooks mainly, but she is slowly learning to cook by herself. Rose likes to decompress by cooking. "When you are free, follow the menu and learn an easy-to-cook dish, and you will be very happy after it is made."

Just last week, Rose just learned a cooked and drunk bighead shrimp, using the "cooked and drunk cold soaking juice" of the fresh delivery platform. "The whole process is very simple, that is, boiling the water, putting the bighead shrimp in it, soaking it in cold water for a while after cooking, then soaking it in this juice and refrigerating it in the refrigerator ... This seasoning makes it easy to cook this dish at once."

Rose believes that lazy seasoning is suitable for busy office workers, and it is a faster and more convenient choice. "If you order takeout, this dish is hard to find. If you go out to find such a restaurant to eat this dish, it will take a lot of time, but you can place an order for seasoning and materials on the APP at home and spend ten minutes cooking it, which is very convenient."

In addition, the advantage of lazy seasoning is that the quality of the dishes is more stable and the price/performance ratio is good. "As long as it is 9.9 yuan, it is too cost-effective." Rose said: "I hope that there will be more and more convenient lazy spices, so that more people can enjoy the fun of cooking."

Young people who can't cook have promoted the development of lazy seasoning. It not only reduces the difficulty of cooking, but also saves time. compound seasoning has been welcomed by novices and ushered in the opportunity of rapid growth.

according to frost & According to Sullivan's statistics, the penetration rate of compound seasoning in China is increasing rapidly in recent years, reaching 25.97% in 2118, but there is still a big gap compared with the penetration rate of over 51% in Japan, South Korea, the United States and other countries. Therefore, what the market should consider is, what kind of compound seasoning do young people like?

According to the classification standard of condiments in China, condiments prepared with two or more condiments and specially processed can all be called compound seasoning. According to the classification, chicken essence and sauce vinegar juice can also be considered as seasonings, but the degree of differentiation is not very great. Therefore, this paper discusses compound seasoning, which is closer to "lazy people" and can customize the taste with one click. What should young people consider when buying these seasonings?

Zhiwan is a veteran user of lazy seasoning, and there is a drawer of all kinds of seasonings in the kitchen.

Because she lived in northern Europe with her husband, Zhiwan bought a lot of Chinese lazy spices before going abroad to satisfy her China stomach.

Zhiwan introduced that she used lazy seasoning once or twice a week, and usually used it when cooking some hard dishes, such as boiled beef, steamed pork and fish with Chinese sauerkraut. What she uses more often are Mapo tofu, saute spicy chicken, chafing dish bottom material, mixed fabric, spicy incense pot, maocai, boiled fish and so on, all of which are popular dishes verified by offline catering market.

For Zhiwan, lazy seasoning is authentic in taste, not easy to make mistakes, simple and convenient at the same time, and not complicated even for foreigners. "My husband has also mastered using seasoning to make Mapo tofu and Chongqing noodles." Zhiwan smiled.

In the local Super League, the lazy seasoning is twice as expensive as that in China, but compared with the expensive take-away meals in northern Europe, Zhiwan thinks that cooking with lazy seasoning is more cost-effective.

For most consumers, there is no chance for Zhiwan to try all kinds of seasonings, but they have used seasonings such as chafing dish bottom and boiled fish/pickled fish to a greater or lesser extent, and the market scale of these two seasonings is also among the top three in compound seasoning. According to Frost &; Sullivan predicts that the scale of hot pot bottom material will reach 33.2 billion yuan in 2121. According to the research report of Industrial Securities, the market scale of pickled fish will reach 24.3 billion yuan, which is similar to that of hot pot material.

As a food blogger, Gollum used lazy seasoning in stewed dishes, including hot pot and boiled fish. As a senior food lover, Jia Jia has also used hot pot ingredients and boiled fish ingredients. She thinks that some dishes are really inseparable from seasonings. "Like dry pot hot pot, it is impossible to fry it with only salt and soy sauce. It is delicious, but if you fry it yourself, you need to prepare a lot of materials, which may not be completed in an hour or two." If you do everything yourself, cooking will be very troublesome. "I just give up when I think of so many steps."

for most consumers, cost performance and brand are the factors that will be considered when choosing lazy seasoning.

Gollum has tried all kinds of hot pot bottom materials, but the frequency of using them well is relatively high, "cost-effective." Jiajia favors Dahongpao, which belongs to the brand of Sichuan Tianwei Food together with other people's hot pot ingredients, and is also "cheap and delicious".

In addition to the above-mentioned brands, according to Zhiwan, in the local supermarket, she often buys other brands, such as Qiaotou, Baijia and Haidilao, which are often seen on the shelves.

At present, the industry competition pattern in compound seasoning is still scattered, and there is no obvious first echelon.

Breakthrough by Social Media and E-commerce

In addition to the competition between traditional brands, more new brands also want to share a piece of the market in compound seasoning with the help of social media and e-commerce channels. For example, the composite seasoning brand that won two rounds of financing in half a year adds a little flavor, and the bear that was established in 2117 arrived.

At the same time, lifestyle supermarkets such as Box Horse and Sam have also developed their own compound seasoning brands through existing channels, and planted and promoted them through social media platforms to realize the final transaction transformation.

Rose's method of cooking cooked drunken prawns with cold-soaked juice comes from the cookbook of users in the kitchen App. "I just want to cook cooked drunken prawns, so I opened the kitchen app to learn how to cook them. It's very convenient to see a cookbook, which uses cold-soaked juice. The method is very simple."

Also in the kitchen, I searched for spicy balsamic pot recipes and recommended the top one. The main seasoning used was the spicy balsamic pot seasoning from Haidilao, which was collected by 261,111 people, showing that more than 1,111 people had followed it.

In addition to getting off the kitchen platform, many interviewees also mentioned Xiaohongshu's guidance in purchasing condiments. Xiao Yuan said that when she was visiting Xiaohongshu, she saw someone recommending the "Sam Must Buy" series and planting spicy gravy.

Lily, who is studying abroad, often cooks by herself. She is also a lazy seasoning user. She mentioned that she will also refer to the recommendation of bloggers when buying seasonings herself. "There will be some bloggers studying abroad in Little Red Book who will post videos of cooking by themselves, and some seasoning packages will be mentioned in them, and they will accept Amway."

In addition, online celebrity Liziqi, food writer Wang Gang and other video bloggers, after accumulating fans, also launched their own hot pot base products. Zhiwan often watches Wang Gang's videos when cooking. The food writer Wang Gang will show the whole process of making hot pot bottom materials in the videos. After reading them, he feels very curious. Zhiwan said that he wants to try Wang Gang's seasoning package recently.

Not all young people will pay the bill

Young people will not fully accept the compound seasoning.

considering the cost and health problems, the accurate users of lazy seasoning are still young people who are not good at cooking or have little time.

As a senior food lover, Jia Jia only uses compound seasoning for several stewed dishes. She believes that compound seasonings are not easy to store and clean up. "Many seasonings are sauce-wrapped, and it is not easy to clean up after one use." On the other hand, the cost is too high. "For people who live carefully, 11-21 yuan buys bag materials, and one meal is gone. Plus meat and vegetables, they have to do it themselves, and the cost is high."

some of them will consider health problems. There are not many cases in which Gollum uses lazy seasoning himself. "Although it is convenient and quick, saving time and cost, it is still processed, so there is still a little worry about the ingredients occasionally." Therefore, Gollum prepares his own materials in most cases.

Lily will also control the amount of lazy seasoning. "I always feel that lazy seasoning is not healthy. The formula is made according to the practice of high oil, high salt and high sugar. Although it tastes particularly good, it can't be eaten often."

For condiment enterprises, besides reducing costs on a large scale and making more dishes and tastes suitable for different regions, it is also necessary to consider how to make healthier seasonings and gain the recognition of consumers.

(Gollum, Xiaoyuan, Rose, Jiajia and Lily are all pseudonyms)